The success of a marketing campaign or overall strategy ultimately depends on how a company's end customers perceive, accept and adopt a product's value proposition / positioning / resulting messaging.

Especially in high technology markets, where new purchases are investments measured by impact to the business and return on investment, a product's value proposition has to be extremely clear, tangible and differentiated in order to achieve vendor preference, as well as maintain desired pricing and margin levels.

Come join us for an exciting session with Mark where he'll walk you through proven, effective strategies for understanding customer requirements and translating them into clear, digestable and differentiated messaging statements. He will also provide strategies and examples to achieve strong competitive positioning, as well as how and when to (re-)define an entire market vs. just differentially position your products. Specific topics will include best practices for positioning and messaging creation, translating customer requirements into effective positioning/ messaging, and wholesale market (re-definition).

Mark Weiner is chief marketing officer at Versa Networks, where he brings over twenty five years of leadership and market creation experience in the networking, security, cloud and data center sectors.

Prior to joining Versa, Mark served as CMO/VP of marketing at Centrify, StorSimple (acquired by Microsoft), Virtela (acquired by NTT), NetScaler (acquired by Citrix), and Redback Networks (RBAK), as well as led marketing for multiple business units at Cisco.

He is also an adjunct professor at Santa Clara University.

Mark holds an MBA from Santa Clara University and a BS from the Haas School of Business at UC Berkeley.